Brand activation to launch the new ASICS Trabuco 14 at ASICS SaintéLyon
Goal
Launch the brand-new ASICS Trabuco 14, a shoe built for maximum comfort in all conditions, during the iconic and demanding ASICS SaintéLyon. A race happening by night, known for its cold temperatures, unpredictable weather, and long hours spent running through darkness.
Challenge
The SaintéLyon attracts runners who actively seek discomfort as part of the experience. They expect harsh weather, difficult terrain, and the mental challenge of moving through the night. The question was how to create a brand and product experience that aligned with this reality while remaining genuinely useful. We needed to draw insights from the runners themselves and understand the small details that can dramatically improve their race when conditions become toughest.
Creative Answer
Although participants embrace discomfort, the difference between a positive and a negative experience often depends on just a few essentials: staying warm, staying dry, and receiving simple gestures of support when fatigue and cold hit their peak.
We came up with the concept of ‘La Zone de Confort’, a warm and welcoming oasis opened from 12pm to 12am, for runners to find comfort into discomfort.
The space offered shelter, reassurance, and practical comfort for runners and their supporters. It became a place to pause, recover, and recharge before heading back into the darkness. The experience not only showcased the spirit of the Trabuco 14 but also reinforced ASICS commitment to understanding and supporting the real needs of the running community during one of the toughest nights of the year.
Creative PARTNERS 